In-SERP lead forms convert users to Google Ads without a click. For Google advertisers in Search, Video, and Discovery, lead form extensions are available
In beta, Google Ads previously revealed its revised lead form extension, which will pop up a form directly from a search ad click on, video and discovery. If you want to do so, it ensures that if a user click on an ad headline the lead form will appear in the SERP instead of asking users to click the advertiser’s destination page to fill out a form. Upon completion of the form, the leader will go to the advertiser’s website or search Google.
Benefits: The related assist article notes that the advantages include more leads, increased conversions, and enhanced advertising participation. “The potential customer may choose to visit your site or return to the search results page once they have submitted a lead form,” says the updated support document.
Data dragging: Google notes that advertisers may either import lead details directly from Google Announcements manually for the last 30 days or create a webhook to transfer the information directly through a CRM. Beta testers have said to Search Engine Land that it is necessary to build a cadence in which to pull leads and sell them unless a webhook is added.
Those that hope to use Video or Discovery lead form extensions must spend over USD $50,000 (or the equivalent) to be considered.
Why we care: With more advertisement channels moving toward changes and less regulated automation, it is particularly interesting that Google Ads improve an alternative where a consumer might never leave SERPs. This has been a problem on the SEO side for some time but extensions of the lead form broaden this step into paid ads.
Lead type extensions may support certain industries or target keywords further down the funnel. Google’s automotive example is a use case that can see a spike in SERP leads, but some will want to go through it cautiously and test it thoroughly before diving in.
It is also important to look at where consumers are on the customer trip before using an extension of the lead type, as more audiences may not be ready to convert.